Encouraging Consumption Enhancement : Green Marketing Mix Study with Customer Satisfaction in Indonesians Sustainable Fashion

Sustainable fashion is a form of product from the clothing industry that is currently starting to become a trend in society as an antithesis to the existence of fast fashion, which is currently used. The sustainable fashion industry is becoming an interesting issue at the moment because people are starting to become aware of the negative impacts of manufacturing industries, especially clothing, which pay little attention to the negative impact on the environment and the causes of climate change, which is detrimental to the earth. The birth of sustainable fashion products is a breath of fresh air not only for the clothing industry and the formation of new market trends, but also provides positive outcomes for the environment and the market. Furthermore, these results integrate the measurement of green marketing mix variables and their relationship to measuring consumer satisfaction with sustainable fashion users. This research aims to study the dominance of green marketing mix variables and map consumer satisfaction with the use of sustainable fashion in seven regions of Indonesia. The research method uses a descriptive and exploratory approach to map and describe the integration patterns of various green marketing mix variables and consumer satisfaction in the use of sustainable fashion, using classification and clustering methods with the R-Studio application. Next, look at the correlational relationship between the two variables simultaneously using the Rapidminer application. This research was conducted in seven regions of Indonesia with a sample size of 250 sustainable fashion consumers. Based on the results of processing using the classification method, it was found that the green promotion attribute A is the root node, which means consumers often see sustainable fashion advertisements. Another note is to show that the price of sustainable fashion designs is also in line with the timeless designs and environmentally friendly clothing packaging that can be reused, reduced, and recycled. Then the processing results using clustering show that Cluster 1 and Cluster 2 show that customer satisfaction regarding sustainable fashion is classified as very high. Meanwhile, Cluster 3 shows that the average customer satisfaction variable for sustainable fashion consumers in Indonesia is relatively low in terms of recommending sustainable products. This can be seen from the average number of consumers who disagreed. Furthermore, the associative method shows that the processed results have a correlation with the green marketing mix implemented by sustainable fashion, which influences customer satisfaction.